What Is Ad Copy?

Ad copy is the text of an ad. Copywriting is the job of writing it. The picture, the video and the product photo are the creative. The words around them are the copy.

Good ad copy does three jobs in very few words. It shows the reader they are in the right place, it gives them a reason to pick you, and it tells them what to do next.

On Search, your copy is a responsive search ad. Google's limits: at least 3 and up to 15 headlines of up to 30 characters each, at least 2 and up to 4 descriptions of up to 90 characters each, and 2 display path fields of up to 15 characters.

Google mixes your lines into different ads for different searches. So every headline and description has to make sense on its own and next to any other. Google's tip: "Try writing the first 3 headlines as if they'll appear together in your ad."

Your copy also lives in assets: sitelink text and callouts are limited to 25 characters each in most languages. On Shopping ads, the product title from your feed does the job ad copy does on Search.

From Google's own responsive search ad help page: include at least one of your keywords in your headlines, make the headlines relevant to the keywords you target, write as many unique headlines as you can, and try highlighting product benefits, a problem you solve, or shipping and returns information.

Google also says text that must appear in every ad, like a legal line, has to be pinned to Headline position 1, Headline position 2 or Description position 1.

Google's Editorial policy blocks copy that breaks its quality standards. The rules that catch stores most often: capitalization that is not used correctly (no ALL CAPS shouting), punctuation or symbols not used for their purpose, a phone number typed into the ad text (use a call asset instead), and repeating the same words or phrases across assets in the same ad group, campaign or account.

Google says violations of the Editorial policy do not lead to an instant suspension: a warning comes at least 7 days before any suspension.

Made-up copy, to show the method. A store selling linen bedding writes, for the keyword "linen duvet cover":

Headlines: "Linen Duvet Covers" / "100% French Flax Linen" / "Free Returns for 60 Days" / "Ships in 2 Business Days" / "Washed Soft, Not Stiff".

Description: "Stonewashed linen that gets softer every wash. 12 colors, all sizes. Free returns."

Each line works alone, one carries the keyword, two carry proof of the offer, and none needs another line to make sense. Every claim in it has to be true for the store, because Google's policies and the reader both check.

Scaley Consultant can review your ad copy from a screenshot and answer what to change, with nothing to connect. Scaley Media Buyer reads your live ads, read-only, and answers when you ask which ones get clicks and sales. Scaley Suite proposes changes with the reason and waits for your yes. None of them publish copy on their own.